how to write content for email marketing

How to Write Content for Email Marketing

Email marketing has risen to prominence as one of the most popular forms of marketing out there. In addition to being effective, it’s also personal and accessible for a wide variety of companies.

With all this in mind, it’s easy to see why email marketing has such a unique spot in the content marketing of today, and why so many people want to learn how to write content for email marketing.

In today’s new post in my #howtowrite series, I’m here to your rescue. 😉 Keep perusing for a mini guide below on how to write content for email marketing!

how to write content for email marketing

Email Marketing by the Numbers

To help you understand just how critical and effective email marketing is today, here are some email marketing statistics to know:

  • 53% of today’s emails are opened on mobile platforms
  • Mobile is the single most popular platform for users to interact with emails for the first time
  • Personalized emails experience a click-through rate that is 14% higher than non-personalized emails
  • Marketers are six times as likely to earn a click on an email as they are a Tweet

Want to learn more on the subject of “how to write?” Check out my book, So You Think You Can Write? The Definitive Guide to Online Writing!

How to Write Content for Email Marketing: 10 Timely Tips

Email marketing is different than social media. It’s more personal, more targeted, and more dedicated to reaching a specific set of users. With this in mind, consider these functional tips for how to write content for email marketing.

1. Write a good subject line.

The subject line is the gatekeeper in the world of email marketing. Write a good one and you’ll see a satisfying open rate. Write a poor one and you’ll suffer the sound of crickets in the background of your campaign.

While there are dozens of great ways to write a compelling subject line, the best ones all have a few things in common: they revolve around grabbing a reader’s interest and keeping it. With this in mind, follow all of the standard rules that come with writing any great email line: include action words, address the reader directly, make it unique, succinct, and short, and differentiate it from anything else they’ll see that day!

For an example of an email subject line done right, check out this example from Mark Manson:

how to write content for email marketing

2. Personalize your emails.

Personalized email copy performs better than general email copy. With this in mind, input your customer’s name into your email subject lines and be sure to target the body of your email so that it speaks directly to your audience and nobody else’s.

While it can be easy to worry that your emails will be lost in the fray, the only way to ensure that they won’t be overlooked is to personalize them fully and differentiate them from anything else out there.

3. Make your emails clear first and catchy second.

Catchy emails are great, but only if they’re also clear enough to make your audience want to click on them. With this in mind, focus on making your emails clear and descriptive first, and then make the catchy second.

This ensure that your audience will understand the purpose of your emails, and that you won’t be going out of your way to develop email campaigns that don’t draw real results.

What’s more, emails that are clear boost your authority as a company, since they promise only what they can deliver, and help readers develop realistic their expectations.

4. Keep your subject line related to your copy.

Even if your subject line is clear and catchy, it’s all for naught if it doesn’t also align with your body copy. Keep in mind that delivering what you promise is critical in the world of email, and only people who can truly do this succeed in the long run.

With this in mind, keep your subject text in-line with your body copy. In addition to providing better value for readers, this will also go a long way toward enhancing your reputation as a company and making sure that customers want to click your material in the days to come.

5. Keep it relevant.

Relevance is critical for a good email, so be sure to tie the content of your email in with something that will ground it as relevant and in-demand. Current events work well, as does some personal detail about the audience. By showcasing your relevance, you stand a better chance of grabbing the reader’s attention and keeping it.

6. Write all of your email copy in the second person.

Second person is the best voice for email because its personal and unique. When you reach out and speak directly to your customers, it’s easier for them to relate to the voice and content of your email.

This, in turn, also makes it easier for them to connect with your emails, and enhances the likelihood that they’ll open your emails in the future – which is a good thing for everyone involved.

7. Showcase the benefits rather than the features of your offer.

If you’re making an offer via email, be sure to showcase the benefits of said offer rather than the features. In addition to being more valuable for readers, this also helps present a realistic picture of your product, which goes a long way toward helping people understand what to expect from it.

While most people focus on the features in an attempt to sell a product, focusing on the benefits can go much further toward helping the reader understand what’s unique and special about the product.

8. Keep it short.

Email marketing is not the place to get long-winded and verbose. Instead, keep your emails as short and to-the-point as possible. This enhances the likelihood that you’ll keep you audience’s interest and also serves to keep you on track and on topic throughout the duration of your email campaign.

9. Let your personality shine.

Your personality should show through in the emails you write, and it will benefit your company and your personal brand if you follow this tip. While you always want to be professional, allowing your personality to shine through your email copy is an effective way to differentiate yourself from the crowd.

10. Don’t spam.

Spamming your readers is the cardinal sin of email marketing. With this in mind, only send out posts when you have things to say and don’t ever, ever send out an email just to send out an email. Customers are quick to unsubscribe, and you could be landing yourself in hot water as a result.

Email Marketing: The Connection Platform of the Future

If you’ve been looking for a way to connect on a detailed, personal level with your audience, email marketing may be it.

By learning how to write content for email marketing, you’re on your way to seriously improving your content campaigns and building brand engagement.

Do you need help creating email copy? We retain expert marketing writers who can write an email to perfection! Check out our email copy services in the Content Shop.

25 replies
  1. bloggingbook
    bloggingbook says:

    Hi, Julia.

    You explained all useful points in this article.

    And, yes “Good headline, and Showing them benefits rather than features” is very important things.

    Thank you so much for this article.

    Ravijit Chavda.

  2. Rohan Saxena
    Rohan Saxena says:

    I am pretty much pleased with your good work. You put really very helpful information. Keep it up. Keep blogging. Looking to reading your next post.

  3. Mary Smith
    Mary Smith says:

    Interesting and helpful tips! Thanks for sharing such valuable information. Looking ahead to more articles.

  4. Radha Kumari
    Radha Kumari says:

    To write content email marketing is not an easy thing. This post provides us the perfect knowledge about this matter.

    • Kristel
      Kristel says:

      We’re glad that we could help you get more information on this subject, Radha. 🙂 – Kristel, Content Specialist at Express Writers

  5. Adam Watson
    Adam Watson says:

    If you do email marketing then you need to know how you write the best content for that. But few people know how to write it perfectly, and this post perfectly describes the matter with an easy process.

  6. Patty Drake
    Patty Drake says:

    I think #3 is the best: “Make your emails clear first and catchy second.” – even the wording of the tip itself is clear! I suppose all wanna-be great writers (me!) falter there. From today, I promise myself to keep things simple! Thanks for making me do that!

  7. John Parker
    John Parker says:

    Content is the key to success in the marketing so you have to write the eye catchy content so that you can get the customers through the email marketing. If the content will not be good, you will not get the business.

  8. Ella Hayes
    Ella Hayes says:

    Email marketing is a powerful way to turn leads into customers and customers into loyal brand evangelists. This seems to me the right definition of Email Marketing. Thanks for sharing this very helpful post. I do hope it will help me a lot. For good ROI, Email marketing is so powerful digital marketing strategy. For this reason, I love email marketing very much. I think Investing in email marketing is sure worth it — as long as every digital marketer should do it right.

  9. Melisa Smith
    Melisa Smith says:

    Hello dear, I am very glad to read your article. I try to read different types of digital marketing related article always. Today I am surfing to read about something important for digital marketing and I found your one. I think today’s web world cannot think without email marketing. Day by day the rang of email marketing in becoming wide. In my view, every marketer should have a clear concept of how to write content for email marketing to grow his or her online business. Definitely, your tips will be helpful for every digital marketer. Thank you so much for your awesome article. Keep covering this type of valuable content more.

  10. Ravi
    Ravi says:

    This is going to help me lot for email marketing. These points are very important and clear for the readers. Please share some content example. It would be helpful too. I’ll bookmark your blog for future reference. Thanks again!


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